Building B2B Brands with Influencers: Pros, Cons, and Best Practices | E48

In the ever-evolving landscape of B2B marketing, influencer strategies have taken center stage. Gone are the days when B2B marketing relied solely on whitepapers and trade shows. Today, savvy marketers are harnessing the power of B2B influencers to build brands, generate leads, and drive sales. But like any strategy, it comes with its own set of pros, cons, and risks.

Why B2B Influencer Marketing is Booming

One of the primary drivers behind the surge in B2B influencer marketing is the shift in buyer behavior. As Tyler Lessard, VP Marketing at Vidyard, puts it:

"People are looking more and more at their inboxes, right? Email marketing doesn't have the same effectiveness as it once did. So those habits have continued to change over time... More and more things have moved towards word of mouth, leveraging recommendations from peers, from experts, and from other influencers."

Influencers in the B2B space, especially those active on platforms like LinkedIn and YouTube, have become trusted voices. Their ability to humanize brands and provide valuable insights makes them invaluable partners for B2B companies.

The Pros of Leveraging B2B Influencers

1. Trust and Authenticity

Influencers bring a level of trust and authenticity that traditional advertising often lacks. As Will Aitken notes:

"Audiences want to look for people who they trust, who they see as authentic. By working with influencers, brands can leverage that trust for themselves as long as it's done right."

2. Expanded Reach

Partnering with influencers allows B2B brands to tap into their established audiences. This can lead to increased brand awareness and generate new leads that might have been difficult to reach through traditional channels.

3. Content Creation

Influencers often produce high-quality, engaging content that resonates with their followers. This not only enhances the brand’s content strategy but also provides valuable assets for other marketing efforts.

The Cons and Risks of B2B Influencer Marketing

1. Dependency on Individuals

One of the most significant risks is becoming overly reliant on specific influencers. As Tyler shares:

"The risk associated with them leaving the company becomes greater because they do have such a public face. When they leave, it becomes a very public situation, and it can be difficult to replace that talent."

2. Brand Misalignment

If an influencer’s personal brand doesn’t align perfectly with the company’s values, it can lead to mixed messages or even brand damage. This is especially risky if the influencer faces any public backlash.

3. Measuring ROI

Unlike traditional marketing tactics, measuring the direct ROI of influencer collaborations can be challenging. B2B sales cycles are longer, and attributing leads or conversions directly to influencer activities requires meticulous tracking.

Best Practices for Successful B2B Influencer Marketing

1. Long-Term Partnerships

Instead of one-off campaigns, building long-term relationships with influencers can lead to more authentic and impactful collaborations. As Will advises:

"It's not just gonna be like three months of me promoting your thing. It's like, you wanna walk away with some really helpful content that you wouldn't have been able to make. It's gonna have some of my personality in there that's gonna have some long-lasting value."

2. Integration into Company Culture

For in-house influencers, it's crucial to integrate them into the broader company culture. This ensures consistency in messaging and allows influencers to collaborate seamlessly with other departments.

3. Clear Compensation and Role Definition

Defining clear roles and compensation structures helps in setting expectations and recognizing the value influencers bring to the table. According to Tyler:

"If they're bringing in opportunities based on their personal brand, they shouldn't be getting commission on that, but that should be understood and recognized."

4. Intentional Enablement Strategies

Providing training, guidance, and resources to influencers ensures they can effectively represent the brand. This includes offering tools like cameras, ring lights, and content support to help them create high-quality content.

Conclusion

B2B influencer marketing is a powerful tool that, when executed correctly, can significantly boost brand visibility and credibility. However, it's essential to navigate the associated risks with careful planning and strategic partnerships. By focusing on authentic relationships, integrating influencers into the company culture, and clearly defining roles and compensation, B2B brands can harness the full potential of influencer marketing.

Key Takeaways

• Influencer marketing in B2B is driven by changing buyer behaviors and the rise of trusted voices on social platforms.
• Building long-term relationships with influencers can lead to more authentic and impactful collaborations.
• Clear compensation and integration into company culture are essential for successful influencer partnerships.
• Measuring ROI requires meticulous tracking and understanding of the longer B2B sales cycles.

Ready to take your B2B brand to the next level with influencer marketing? Start by identifying the right influencers who align with your brand values and invest in building meaningful, long-term partnerships.